Gen Z, millennial travel trends: Instagram-worthy vistas, rural homestays - South China Morning Post

The survey looked at travellers in 12 Asian markets, including China, Hong Kong, South Korea, Japan, India, Thailand, Vietnam and the Philippines.

A diner photographs her food at a cafe in Singapore. Posting on social media – not just scrolling through feeds for information on destinations – is popular with younger travellers. Photo: Getty Images

Similarly to Gen Zers, most millennials (born between 1981 and 1996) use social media, at least to some degree, to find information related to travel, although traditional search engines are slightly more popular with this group, the survey found.

According to another survey, conducted in February by American Express, Instagram is the most popular social media platform for both Gen Z and millennial travellers, with 46 per cent saying its content influenced their booking decisions. Facebook is the next most popular (34 per cent), closely followed by TikTok (29 per cent).

A young woman takes in a city view from a rooftop swimming pool. According to research, Instagram, Facebook and TikTok are among the main platforms on which Gen Zers and millennials find their travel inspiration. Photo: Getty Images

In this survey, just 22 per cent of Gen X participants (those born between the mid-to-late-1960s and early 1980s) said they were influenced by Instagram or Facebook. Only 7 per cent said TikTok played a role in their travel plans.

“For baby boomers [born between the end of World War II and the mid-1960s], when it comes to gathering travel-related information, they utilise much more traditional means, such as printed media, travel agencies and talking to people,” says Tatyana Tsukanova, a research associate at the EHL Hospitality Business School in Switzerland.

“When booking, they make use of travel agencies.”

Destinations and service providers offering Instagram-worthy scenery are particularly attractive to Gen Zers

Tatyana Tsukanova of Switzerland’s EHL Hospitality Business School

The difference in habits between generations means that when travel influencers such as thebucketlistfamily, which has 2.9 million followers on Instagram and 474,000 followers on TikTok, post a video, it will reach and inspire far more Gen Zers and millennials than it will older travellers.

Popular culture is another source of travel inspiration for the younger generations. Seventy per cent of Gen Z and millennials said they were inspired to visit a certain destination by TV shows, news content or movies, compared to 43 per cent of Gen Xers, according to the American Express survey.

“Locations featured in productions like The Lord of the Rings or Emily in Paris have become popular travel destinations,” says Lionel Saul, research assistant and visiting lecturer at the EHL Hospitality Business School.

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“The release of Crazy Rich Asians notably spiked travel interest in Singapore and Malaysia.”

That helps explain why Singapore is one of the three most appealing countries to visit in the Asia-Pacific region for Gen Zers and millennials, according to the Klook survey; the other two being Japan and Thailand.

As well as social media being a source of information and inspiration, posting on the platforms is also a big reason for travelling among many young people.

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For 87 per cent of Gen Z and millennial travellers, creating social media-worthy content is of the highest importance when travelling, according to Klook’s survey. The tendency was found to be strongest among those from India, the Philippines and China.

“Destinations and service providers offering Instagram-worthy scenery are particularly attractive to Gen Zers,” says Tsukanova, who warns of the potential downsides.

“This trend can lead to overtourism, negatively impacting local environments. An example is the Gates of Heaven in Bali, Indonesia, a popular photo destination which draws long queues of travellers eager to capture and share their moments on social media [with the crowds carefully cropped out of the shots].”

A traveller takes in the view in Beno village in Flores, Indonesia. Young tourists are more likely to prioritise photography and smaller accommodation on their holidays than their older counterparts. Photo: Getty Images

Older travellers are less likely to prioritise photography and that often leads to different choices in accommodation. The top priority for those over 50 when it comes to travel is spending quality time with loved ones, according to Tsukanova and Saul.

This means they will often book larger accommodation with amenities such as a kitchen and a washing machine.

Motivated by posting on social media, 85 per cent of Gen Z and millennial travellers are willing to invest in experiences during their travels, according to Klook’s research, and those places considered unique are singled out when they make travel plans.

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This sentiment is particularly strong among travellers from Thailand, Vietnam, mainland China and India, many of whom favour spending time in nature and taking part in island tours or cultural experiences such as visiting historical sites. Restful activities such as massages and hot spring bathing are also popular.

The interests of younger generations also include “food-centric travel, wellness activities, supporting local communities and exploring authentic small shops”, says Tsukanova, adding that authenticity is a watchword for Gen Z.

This helps explain the increasing popularity of homestays in Vietnamese and Indonesian villages, with Indonesia experiencing a 30 per cent to 50 per cent rise in foreign visitors to its tourism villages, according to American Express.

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Furthermore, Gen Zers are willing to pay more than previous generations to support things that matter to them.

According to a 2023 report by the Oliver Wyman Forum, up to 50 per cent of Gen Zers in the United States and the UK said they would pay a premium to support a cause they cared about, whereas only 20 per cent of non-Gen Zers are willing to do the same. This extends to travel, and especially what’s perceived as eco-friendly travel.

The American Express survey found that 82 per cent of Gen Z and millennial travellers found holidays that have a minimal impact on the environment appealing, compared with 72 per cent of Gen X and 64 per cent of baby boomers.

“They think about the impact they have, to the point that they start to change their behaviour [such as by travelling shorter distances], trying to find alternatives in order to meet their new values,” says Saul.

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